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Established Product Management

  • Full Results
    • Winner

      Facial Fillers: How Allergan got consumers to re-evaluate an entire category

      by Allergan
      with support from FCB Inferno


      Highly commended

      Faslodex Revitalisation

      by AstraZeneca
      with support from Strategic North


Back to Results


Winner

Facial Fillers: How Allergan got consumers to re-evaluate an entire category

by Allergan
with support from FCB Inferno


Summary of work

Portrayed in the media as just another cosmetic treatment for vain, youth obsessed celebrities, facial fillers in reality are medical devices and the procedures need to be treated accordingly. Allergan, makers of the leading facial filler Juvéderm, have a responsibility to ensure that those considering their use are well informed about the realities of the procedures, products, risks and benefits, and are directed to appropriately trained healthcare professionals.

Therefore Allergan, alongside FCB Inferno, embarked on a bold, consumer education programme, to address negative perceptions with facts, not opinion. The #THISISME campaign went against the grain of traditional anti-ageing communications and set about changing perceptions of the entire category.

We focused on real women that have used Juvéderm facial fillers, each with their own story and experiences to tell in their own words to address social fears and stigmas. The Juvéderm brand became a platform for women to find out more about the category and feel confident about taking the next steps towards treatment.

Judges' comments

This entry was a strong, comprehensive submission, using deep customer insight to underpin and then power an effective consumer healthcare campaign. They focused firmly on the customers, developing an approach that really tapped in to patients’ perceptions. Utilising a novel approach in both paid and owned media, Allergan also made sure they made effective use of metrics to adapt their approach. The overall approach resulted in clear commercial success


Highly commended

Faslodex Revitalisation - by AstraZeneca
with support from Strategic North


Key dates

Entry deadline 29 August 2019
Extended entry deadline 5 September 2019*
*additional fee applies
Judging day 26 September 2019
Company/Team Interviews 9 October 2019
PMEA Event 27 November 2019